Economics + Sponsorships

lizzie nirenberg

Sponsorship?

Sponsorship?

Acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits related to that affiliation or association.

DEFIN

ITION

History Lesson:

Sponsorship Growth

1971: The Big Ban Theory

Smoke

makes me

crazy

But where will

Marlboro man go?

Marlboro Ladies of NASCAR )>

What can a sponsorship accomplish for business?

Association

Recognition

Value

Exposure

Opportunity

( >Logo

(>

Special Phrase

How much we talkin’

about?

$80 Billion

(<

Olympics 9%

Golf 6%

Basketball 4%

Other 11%

Venues 12%Motorsports 10%

Soccer 34%

NFL 14%

Global Sport Sponsorship Spending

$195 millionAmount Tobacco firms spent on sport sponsorships in 1997 95%

Percentage of the $195M spent in the area of motor sport

IN MILLIONS>|

255

>|245>|

190

>|180

>|160

$3 profit

for every $1 spent on sports marketing

(>

>|

Official Sponsor

+300%

Sponsorships vs.

Advertisements

30 secondAdvertisement

)>$3 million

Sponsorship

(>$10 million

What is the cost of breaking through clutter?

Increase public awareness

Reinforce public reception

Identify with particular segments

Get involved in the community

Generate Media Benefits

Achieve sales objectives

Showcase unique attributes

Create an advantage over competition

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ROI